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LeBron Gets a Lift (Again) in Cleveland

Friday, November 7, 2014

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He stands 6-foot-8 and 250 pounds, but LeBron James packs a one-ton image that is more than 10 stories tall and 200 feet wide.

Those would be the dimensions of the latest banner to mark the King's triumphant return to Cleveland after four years of desertion to Miami.

Keeping up with LeBron's banner has been just one task in the massive brand management mobilization that has followed around the royal forward in recent years.

LeBronJamesBanner LeBronJames
Spider (left); Keith Allison / Creative Commons (right)

On the court and off, King James commanded a big welcome back to the Cavaliers last month.

But a major task it has been, requiring coordination by The Sherwin-Williams Company; Spider, a division of SafeWorks LLC; and Bricklayers Inc.

The first LeBron banner was erected on the exterior of the Sherwin-Williams headquarters in Cleveland in 2005. The rather messianic image of No. 23 was part of a massive Nike ad that proclaimed "We Are All Witnesses."

That image dominated the landscape until the summer of 2010, when LeBron announced his move to the Heat.

Suddenly, a scorned Cleveland couldn't get rid of him fast enough. And that went double for his 10-story, 2,700-pound likeness on the Sherwin-Williams building.


A time-lapse video shows the installation of the 1.3-ton, 25,000-square-foot  Nike banner to "welcome home" the Akron native to Cleveland.

Spider and Bricklayers Inc., which had installed the banner in 2005, hastened to take it down in 2010. In its place, the companies eventually erected what Sherwin-Williams called "a giant welcome mat": an image of the city skyline featuring the paint maker's logo and the words “Our Home Since 1866. Our Pride Forever.”

Fast-forward to this year. The Heat fall short in the NBA finals, LeBron bails out of his contract, and announces that he's heading back to Cleveland.

Hellooooooo again, No. 23 banner.

Spider and Bricklayers completed the latest installation last month, just in time for Cavs Nation's opening night Oct. 30.

LeBron James banner installation
Spider, a division of SafeWorks LLC

Spider and Bricklayers Inc. have provided the equipment and manpower for the up-again, down-again banner outside Sherwin-Williams's headquarters since 2005.

Spider called installation of the new banner—one of the 10 largest in the United States—"the biggest challenge yet."

The Seattle-based access giant provided the equipment for the job, supervised the rigging process, and trained the installation crew for the project. The project included three-, five- and 10-foot swing stage sections; 5x5 outrigger beams; and a host of other equipment required for a complete powered access solution.

Unfortunately, the 1-3 Cavs are still awaiting a similar lift on the court.


Tagged categories: Access; Commercial contractors; lift; North America; Office Buildings; Program/Project Management; Sherwin-Williams; Spider/Safeworks; Walls

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